P&G launches everyday mid-year resolution campaign
CINCINNATI — Procter & Gamble has announced the launch of the P&G everyday mid-year resolution campaign to encourage consumers to make small pledges for themselves and their families in order to lead a more fulfilling life.
P&G everyday is a program that aims to improve the everyday lives of consumers by offering smart living tips, product savings and free samples via the website PGeveryday.com.
With five months into the New Year, a national survey conducted in May among 1,000 nationally representative men and women in the United States revealed 51% of Americans who made New Year’s resolutions failed to follow through on their goals. Mid-March was quitting time for most and, on average, Americans surveyed kept their New Year’s resolutions for 10 weeks before reverting back to old habits/practices.
Furthermore, 70% of those surveyed admitted they likely failed to achieve their resolutions because they were too big or they tried to achieve too much. However, 88% of those polled believed they would be more successful in sticking to their goals if they set smaller, more manageable resolutions versus committing to one single, large goal.
It’s with these consumers in mind that P&G conceptualized the P&G everyday resolution campaign. The idea: To encourage Americans to help better their families by enabling them to achieve everyday resolutions and goals.
“P&G and our products touch and improve the lives of millions of consumers every day, and we’re confident that by inspiring consumers to create simple, meaningful goals, we can further improve people’s everyday,” stated Brad Schwan, associate marketing director for P&G U.S. operations. “Knowing that 73% of Americans get discouraged with their New Year’s resolutions, and more than three-quarters of those polled see the value in smaller goals, we took this opportunity to create a campaign that aims to rethink resolutions, shifting the focus from lofty and unachievable ones to smaller, more impactful goals that will make a big difference in their everyday.”
P&G everyday has launched a month-long social media campaign designed to help kick-start the mid-year resolution movement. From June 1 to 25, P&G everyday will be giving away three $1,000 Visa prepaid debit cards a day, and from June 26 to 30, five $1,000 Visa prepaid debit cards a day.